Foster's

We were appointed as a design partner for Fosters in Vietnam working on packaging design for brands like Biere Larue and on specialist tasks like Tet packaging design. This was an early client in the Vietnam market for us and one that taught us a lot about local culture.

Operating in Southeast Asia's rapidly expanding beverage sector offered an incredible masterclass in cultural nuance. Beer in Vietnam is intensely social—consumed in bustling street restaurants (quán nhậu) and gifted during major family celebrations. For key seasonal moments like Tết (Lunar New Year), packaging plays a central symbolic role. Packaging designs must convey prosperity, joy, and celebration while maintaining instant brand recognition on busy distributor pallets and retail shelves.

We developed commemorative packaging, limited-edition gift cartons, and festive point-of-sale materials that honored local traditions while elevating brand stature. This early Vietnam engagement cemented our deep love for Indochina and laid the foundation for decades of agency leadership and creative work across the region.